The Research Of Service Innovation In Communication Operator Industry

With the launch of the3G license in our country, market competition of communications industry has been aroused and the competition among China Telecom, China Mobile, China Unicom has been growingly fiercer. For the sake of gaining competitive competition in the3G Generation, searching for new growth opportunities, strengthening the core competitiveness, enterprises must conduct technology innovation, service innovation and management innovation. With the great breakthroughs in technology innovation in this area, service innovation has become the key point to earning market advantages and profit growth opportunities. As to communication operation industry, an overall theoretical frame has already been worked out with the massive and consistent input in technology innovation, but as to service innovation, it has just been the diversification of the forms and the theoretical frame is not impeccable, which especially reflects the research on service innovation driving force and its influences are rather few. Therefore, studying the service innovation theoretical frame of communications industry can not only help improve its system info, evoke the innovation awareness, thus making it a core competitiveness of communication operators but also provide foresight service innovation frame model for the senior policymakers and completely new, comparable thorough theory and practical technology for the communication operators.Through questionnaire survey and conclusion from practical experience,this paper is based on existing document on service innovation, we have drawn key factors from both the internal and external of communication operators, thus setting up an analytical framework of different hierarchies and on these basis, we can build a driving force model of service innovation of communication operators; Meanwhile, six innovation dimensions of service innovation in this field have been summarized and concluded through the analysis of the driving force factors.A six-dimension-integration model has been built for service innovation based on the analysis of the six dimensions and the four-dimension analysis launched by Bilderbeek and the relationship as well as the function path among the six dimensions has been distinguished;Finally, this paper uses the empirical analysis and regression analysis to distinguish the driving force factors and the content,which has been confirmed by specific cases.This paper has drawn the following conclusions:(1)This paper has concluded that the service innovation of the communication industry develops as the track of service organization development, and its service is customized and modularized produced.(2)According to the service and innovation feature, this paper tells the internal and external factors of service innovation of communication industry:internal driving forces stand for the driving of the management and strategies, key staff members, key R&D department; external driving forces stand for the actors of communication operators and its track. Meanwhile, five key factors have been summarized as strategic management and organizational factor, the system and management factors, external actors’ factors, organization incentive factors, internal actors’factors.(3)This paper builds an analytical framework of service innovation through the following six aspects:customer interface, Organization structure, service products, service culture, strategic choices and the coordination, which have been explained through the questionnaire survey and cases. Then, it has drawn the factors of service innovation: service culture and product innovation, customer interface innovation, service process innovation, the quality of service innovation; finally, it has built a six-dimension-integration model, according to which we have made an overall explanation of the features and its paths to influencing the service innovation. Service products, new customer interface and new organizational structure in the model are the key dimensions, while the new technology, the new service culture and strategic coordination and choice are three external dimensions of the service innovation; the key dimension and external dimension are connected by market sales, knowledge management, organizational development.(4)By means of the regression analysis and correlation analysis, this paper identifies that the key driving elements of service innovation are strategic management elements, organization, rail and the customer factors external behavior, meanwhile customer-oriented enterprise strategic choices and the coordination, the flat organization and its network have played a key role in service innovation, which has provided an empirical analysis for the problem that why the operators increase the strategic choices and the coordination and build diversified structural organization.(5) I use six dimensions integration model, which is focused on customer interface, organization structure, service products, service culture, strategic choices and the coordination and technology innovation to reform XX company service innovation system. A year after the innovation, the customer development hit a record high and operation income grows rapidly and value-added business increases, market share continues to ascend,network continues to expand and service ability have been strengthened constantly. Through these effects, service innovation is indeed the key element to the development for these enterprises and the six dimensions integration model is reasonable and practical.(6) By the means of the factor and regression method, study found that internal strategy management and organizational factors are the key driving factors of the service innovation. If a communication operator has its own core competence and establish customer-oriented strategic management principles, it can set up a flat, visualized, networking structure under the guidance of operation strategy, thus providing various communication services for customers and promote enterprise service innovation to a large extent.